malhotra14_tif - копия (2)

malhotra14_tif - копия (2) - Chapter 14 Field Work...

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Chapter 14 – Field Work True/False Questions 1. Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself." True (easy, page 387) 2. "Forms good team relationships with others" describes the interviewer characteristic of aptitude . False (moderate, page 387) 3. Third ear is the interviewer characteristic described as "has a natural affinity for telephone research—enjoys collecting opinions via the telephone." False (moderate, page 387) 4. Pride is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done." True (moderate, page 387) 5. "Stays focused on a task and completes it" describes the interviewer characteristic of discipline . True (moderate, page 387) 6. Pride is the interviewer characteristic described as "empathizes with a respondent and tailors the presentation accordingly." False (moderate, page 387) 7. Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purchase of the survey and its importance." True (easy, page 387) 8. "Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics . False (moderate, page 387) 9. Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times." False (moderate, page 387) 10. According to the text, field work is the first step in the marketing research process. False (moderate, page 388) 11. Field work is the step in the research process immediately after developing an approach to the problem. False (easy, page 388) 12. An observer counting customers in a particular section of a store is an example of a field worker. True (moderate, page 389) 13. The first step in the field work process is the selection of field workers. True (moderate, page 390) 14. Researchers have one choice for collecting their data: hire a data collection agency. False (moderate, page 390) 15. Field workers who collect data typically have research backgrounds and extensive training. False (moderate, page 390) 147
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16. A researcher should decide what characteristics the field workers should have when selecting field workers. True (moderate, page 390) 17. To the extent possible, interviewers should be selected to emphasize a higher income class than respondents, since this increases the probability of a successful interview. False (moderate, page 390) 18. According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income. False (moderate, page 391) 19. Field workers are generally paid an hourly rate or on a per-interview basis. False (easy, page 391) 20. Validating the interview is recognized as a phase of the interviewing process.
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